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Market Monitor The second coming
content , incentives , promotions , etc ., regardless of how they choose to interact with the brand ,” she adds .
“ Omnichannel approach meets customers where they are , which may vary between online and land-based depending on their preferences ; I think that the brand will develop a stronger , long-term relationship with customers if they take an omnichannel approach .”
All sorts of factors might play a part here , familiarity being foremost , but engagement levels , trust , ease of use and the application of loyalty programmes will also have an influence on player behaviour in whichever environment they are gaming .
“ It ’ s very important to bring the content that land-based customers love into the online world ,” says Ford . “ Not only does it foster trust through familiarity , but it also provides a way for customers to play the highly occupied popular titles at their leisure , without having to wait for an available machine .”
Ford argues , in fact , that efforts need to be made to ensure the online experience is as close as possible to the land-based version .
“ This allows customers that are newer to gaming , who may have some hesitation playing at a landbased casino , to learn how the games operate at their own pace . We have heard from our customers that they feel more comfortable trying out a new game at landbased casinos after spending time on RSI ’ s online platform .”
Playtech ’ s five pillars of omnichannel
● Account and wallet – single account
● Personalisation – treat the customer as one
● CRM and loyalty – single stream , not segregated per channel
● Content – same across all channels , where possible create unique omnichannel content experiences
● User experience – build brand into your product design
However , Dhandhania at Bally ’ s suggests a slightly different approach , suggesting that rather than concentrating on the provision of similar content , a focus on ensuring an integrated experience is top of the agenda . “ It is understandable that online sports betting and igaming
“ Omnichannel customers are not just interacting with your business through one part of their life . Your brand becomes a bigger part of their lives ”
JOSH FORD , RUSH STREET INTERACTIVE solutions may differ from landbased offerings in terms of content , but creating a customer ecosystem where individuals can engage with similar content across both channels is a key objective for us ,” he says .
VALUE PROPOSITION
The evidence to date is that such efforts will be rewarded by higher levels of revenue per customer . The clue really is in the question when it comes to loyalty programmes . As the name suggests , loyalty breeds retention , which delivers higher revenues . Add more options for players to interact with the brand , and that drives revenues even further .
“ Omnichannel customers are not just interacting with your business through one part of their life ,” says Ford . “ Your brand becomes a bigger part of their lives .”
Given Rush Street ’ s shareholder base of land-based gaming interest , it is understandable why the company always had a primary focus on ensuring online complemented the partner landbased casinos . Hence RSI ’ s effort iGB Market Monitor